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RISS 인기검색어
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- 저자 : 홍지아(Jia Hong) (검색결과 22 건)
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TV정치광고의 역할과 효과에 대한 제작자의식과 제작관행 연구
홍지아(Jia Hong) 한국여성커뮤니케이션학회 2007 미디어, 젠더 & 문화 Vol.8 No.-
이 연구의 목적은 TV정치광고 제작자의 시각에서 정치광고의 성격과 효과에 대한 이해를 살펴보고 나아가 TV정치광고에 영향을 미치는 구조적 제작관행에 대해 살펴보고자 하는 것이다. 이를 위해 각 정당의 홍보 실무자들과 광고대행사 책임자를 인터뷰 했다. 그 결과 한국의 TV정치광고 제작자들은 정치광고를 통해 유권자, 특히 부동층의 감성에 호소해 당과 후보자에 대한 호의적 감정을 불러일으키기 원하며 이러한 그들의 제작의도가 이미지광고와 포지티브광고라는 전략으로 구체화됨을 확인했다. 또한 감성적 자극을 극대화하기 위해 디지털 이미지 제작기술의 사용을 받아들이며 때로는 이미지과잉의 부작용을 인정하면서도 현장의 긴박한 상황으로 인해 별다른 대안을 제시하지 못하고 있음을 알 수 있었다. The purpose of this study is to research the characteristics and effects of TV political ads and what kind of producing routine may affect the TV political ads. For this purpose, the researcher interview public relations officers of each parties and advertising agencies. The researcher finds that the producers of TV political ads in Korea are willing to evoke the emotional sympathy by using image ads and positive approach. Also, they accept digital image making technique to maximize the emotional appeal, and they fail to suggest an alternative for better TV political ads because of practical reasons.
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홍지아(Jia Hong) 한국방송학회 2009 한국방송학보 Vol.23 No.2
이 연구는 인기를 모으고 있는 리얼리티 쇼 〈우리 결혼했어요〉를 대상으로 리얼리티 프로그램이 시도하는 현실성 재현의 담화적 장치들과 이야기를 통해 제공되는 낭만적 사랑의 서사를 분석하였다. 분석결과, 프로그램이 지향하는 낭만적 사랑의 담론을 재생산하기 위해 등장인물의 대화를 1차 서술자로, 등장인물의 독백을 2차 서술자로, 제작진의 의도가 담긴 자막을 3차 서술자로, MC들과 다른 등장인물들의 반응을 4차 서술자로 하는 다층의 서술자가 등장하는 것을 알 수 있다. 또한 생방송의 현장감을 더하고 시청자의 감정이입을 유도하기 위해 다함께 중계방송을 보는 듯한 공동시청의 형태를 취하고 있는 것으로 나타났다. 이야기 구성에 있어서는 외형적 장점이 뚜렷한 남녀를 커플로 연결해 노력없이 이루어지는 사랑 등 비현실적인 낭만적 사랑의 기준을 제시하고 있으며 다층의 서술자를 통해 이 커플을 다른 커플의 상위에 위치지움으로 프로그램이 전형적인 낭만적 사랑의 담론에 긍정적임을 알 수 있다. 또한 각 커플의 관계를 통해 남성은 사회적 성취를 위해 사적인 감정을 절제할 수 있는 존재로, 여성은 사회적인 활동 없이 남성을 위한 정서적 지킴이 역할을 하는 존재로 규정함을 알 수 있다. This study is designed to analyze what kind of discourse tool is used to represent the reality in the reality program and the narrative of romantic love delivered by story. The target program is 〈we've got married〉 the popular reality show. As a result, this research finds that this program uses the multi level narrators such as action and dialogue of actors, monologue of actors, the captions delivering the producer's intention, and reaction of masters of ceremony. In addition, this program tries to inspire the mood of watching together the show to add realistic feelings and get more empathy from audience. In matter of story, this program presents the most good looking couple as the most romantic couple in the show and the unconditional love without any effort as the stereotype of romantic love. By the support of multi level narrators, this show prescribes the man as the rational being who can control his emotion for the social success and the woman as the emotional being whose role is taking care of man at home.
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홍지아(Jia Hong) 한국언론학회 2005 한국언론학보 Vol.49 No.2
The purpose of this study is to analyse the narrative structures of Korean Television Political ads. 3 ads from 2002 presidential election, and another 3 ads from 2004 national election are chosen for this study. The binary oppositions of Levi-Strauss are used to suggest the basic narrative structure of political ads, and Roland Barthes's myth-making theory by developing the artificial relationship between certain signifer and signified to explain how certain image connotes certain meaning. These contradictions of two parties(Uri:Hannara)are expressed best in terms of binary oppositions in 'Impeachment' by Uri party, and Risk VS Safety' by Hannara party. 'Impeachment' transfers several images of struggling members of Uri party into black and white, and leaves the members of Hannara side color including the smiling face of Park Kunhae. The choice of words of narration and caption and editing use to stress the contradictions of two sides. Hannara's choice is making up the story of two opposite bus drivers and show the different endings of two buses. Second, the use of point- of - view shots to build personal relationships between viewers and ads. Three ads including 'Impeachment' of Uri Party adopt several point of view shots encouraging the personal engagement into ads. The cross editing with the struggling members and citizens transits the public action into personal happenings and evokes the emotional agreement. Hannara's ads usually use the objective camera angles so it's hard to engage emotionally as Viewers. Last, Uri Party uses the strategy of observing camera by minimizing the camera movement and use of the narration, and adopting lots of real images in the real places. By making the viewers to believe that there is no camera between viewers and ads, the viewers assume that they can judge the images by their own without any disruption from image makers. Contrary to Uri, Hannara uses artificial settings, lighting, and actors so the viewers can recognize the distance between ads and viewers.
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홍지아(Jia Hong) 한국언론학회 2006 한국언론학보 Vol.50 No.6
This article is designed to discuss the different viewpoints Ohmynews, one of the most liberal online newspaper and Joongang Daily Newspaper, one of the most conservative newspaper have about gender related issue. As the early studies show, female figures in media have the tendency to be distorted and underestimated in the patriarchic culture. This study tries to analyze and compare the articles about giving birth and nurturing children both from Ohmynews and Joongang daily newspaper from Aug 24th 2005 to Jun 10th 2006. By analyzing the words and frames of those articles, this study tries to figure out what kind of symbolic boundaries both media support in the gender area. This study finds that not only Joongang Daily newspaper, but also Ohmynews fails to prove its alternativeness about birth rate issue. Contrary to their failure to support feminine viewpoint, both of them show the tendency to come across between conservative and liberal boundaries according to the source of each articles. This study concludes that this chaotic viewpoints both media show indicates the various gender boundaries Korean society has. Also, it points out the fact that both media usually borrow the unconventional form like personal column or interview when they allow liberal feminine viewpoint.
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